The former Chrysler headquarters and tech center in Auburn Hills, Michigan, isn’t the place it used to be. Under new steward Fiat Chrysler Automobiles, small-car engineering has ceased in the United States. Heavy lifting for the next-gen Chrysler 300/Dodge Charger/Challenger has largely migrated to Europe, and the recently launched Pacifica minivan is generally set for years to come.

These days, according to FCA insiders, the design, engineering and development work in Auburn Hills is predominantly reserved for the Ram truck brand and, foremost, for Jeep.

Largely under the radar, Jeep has become FCA’s best-selling brand in North America, with more market share in the United States than Hyundai, Mercedes-Benz, Subaru, Buick, GMC, or Jaguar and Land Rover combined -- more than about 35 other nameplates in total. And most indicators -- not to mention auto market analysts -- suggest Jeep is just getting warmed up. That means more resources for the brand and a lot more product in the pipeline.

“Jeep has always been an SUV destination, obviously,” says brand director Scott Tallon. “Now there are Jeeps in more sizes at more price points. We had the best credentials in some narrower segments, and we expect to get established in more. When the (SUV) boom levels off, we don’t want to be the new player trying to prove ourselves.”

Jeep’s North American sales actually took a significant dip in the last quarter of 2016, compared to the year prior, but even that, in a fashion, was a sign of success. First, based largely on the growing global strength of its brand, Jeep substantially reduced less profitable bulk sales to rental fleets. Second, production of the aging Compass/Patriot twinlets finally ended in September. Together, they comprised Jeep’s best-selling line. Still, the brand finished the year with a U.S. record of nearly a million sales.

It’s a good time to sell SUVs and crossovers, yet Jeep has been as aggressive with its plans as any FCA brand. This summer, it will be the first FCA unit to turn over its entire product line since Chrysler filed bankruptcy and merged with Fiat in spring 2009.

The all-new 2017 Compass, for example, isn’t perfect, but it’s light years better than the previous Compass/Patriot, which wasn’t all that great more than a decade ago. Along with its Jeep intangibles, the new Compass is much better positioned to compete with mainstream compacts like the Ford Escape and Hyundai Tucson. Given its more competitive stake in one of the fattest parts of the global SUV market, few will be surprised if the Compass becomes Jeep’s worldwide best seller in fairly short order.

Which brings us to another component of the Jeep boom. Even with record sales in the U.S, roughly one in three Jeeps are now sold elsewhere around the world. Global sales surpassed 1.4 million in 2016, and Jeep’s potential in China, Europe and elsewhere is only beginning to be tapped. That means more product.